7. Product packaging is clean and modern, but the
narrative is still the same:
Healthy
100% natural
American breakfast ritual
OJ’S NARRATIVE
INSIGHT: People have heard this conversation. They’ve heard it
for 60 years. How can we curate a new conversation around OJ?
9. 1CASE STUDY
For years, people didn’t that know milk was healthy.
In 1993, a new conversation was fostered around
milk: Got Milk? Through iconic ads – of celebrities
and their milk mustaches – milk became cool and
essential.
10. SOLUTION
Energy drinks, soft drinks and bottled water
grabbed milk’s market share
Position milk as a need. Without milk you’re
lacking key nutrients – essential to a healthy diet
PROBLEM
INSIGHT
Milk gave their dialogue depth and dimension by
including new demographics into their conversation
EXECUTION Ads of icons with milk mustaches
11.
12.
13.
14.
15.
16. Differences
Both are essential to the American diet
No one knew milk was healthy; everyone
knows OJ is healthy
Similarities
Take Away Reinvent the conversation and include other
demographics in the dialogue
OJ + MILK
18. 2CASE STUDY
Cotton was forgotten in America. The Fabric of
Our Lives reminded Americans that 100% cotton
is still America’s favorite fabric. It rekindled
America’s connection to cotton.
19. SOLUTION
Cotton got expensive – due to floods in
Pakistan and export bans
Remind people that 100% cotton is
quintessentially American. Remind people
of something they already loved.
PROBLEM
INSIGHT
Encouraging people to share their cotton
experiences creates a more intimate conversation
EXECUTION Celebrities sharing their favorite cotton pieces via
YouTube videos; user generated content
20.
21.
22.
23. Differences
Both rooted in American nostalgia
Both are targeting Millennials
Both are 100% pure
Cotton reinvested in their narrative; OJ didn’t
Similarities
Take Away Cotton turned its consumers into evangelists
OJ + COTTON
25. 3CASE STUDY
Pork had a bad reputation for being unhealthy. The
Other White Meat positioned pork as a tasty,
versatile meat, appropriate for any meal.
26. SOLUTION
Pork had a bad reputation for being a fatty food
Demonstrate pork’s versatility and nutritional
benefits
PROBLEM
INSIGHT Pork grew multiple touch points; bacon for breakfast;
pulled pork for lunch; pork ribs for dinner
EXECUTION Savoring recipes showing consumers on how to
cook pork
27.
28.
29.
30. Differences
Both were mature products in the marketplace
Pork became fresh by insisting on its versatility
Similarities
Take Away Create versatility and options on product use
OJ + PORK
31. HOW DOES OJ GET A NEW NARRATIVE?
COOL + CONSUMERS + AGNOSTIC
35. Ads of cool hipsters and icons musing over how they drink their OJ. Print
ads will inspire Millennials to create and share their OJ sentiments via a
social media. myOJ.com will foster and curate the conversation.
myOJa million ways
45. CONSUMER INSIGHTS
Some Millennial claims they don’t buy OJ because it’s expensive.” But
Millennials buy other expensive drinks. Price is an artificial barrier.
Why are expensive drinks – like FIJI water or Red Bull – cool and relevant?
Sometimes, rather than creating a new conversation, it’s wiser to tap into a
conversation that’s already happening
46. OJ BRANDS
OJ’s been having the same conversation for 60 years,
but each brand has a different dialect
47. Minute Maid’s aesthetic and tone is
fun and youthful. Their product
packaging is sporty and modern,
making it the “coolest” OJ brand.
Minute Maid
48. Minute Maid’s aesthetic and tone is fun and youthful. Their
product packaging is sporty and modern, making it the
“coolest” OJ brand.
Simply Orange
Simply Orange emphasizes its
freshness and simplicity. The
brand feels like a hybrid between
Minute Maid and Florida’s
Natural.
Simply Orange
49. Minute Maid’s aesthetic and tone is
fun and youthful. Their product
packaging is sporty and modern,
making it the “coolest” OJ brand.
Florida’s Natural Florida’s Natural has a history and heritage
rooted in Florida's orange groves. The brand
cares about sustainability and the conservation
of our environment and ecosystem.
Florida’s Natural
50. Tropicana’s
brand is rooted in a purity and naturalness. The brand
appeals to moms and their kids – as Tropicana offers
“100% pure and natural orange juice.”
51.
52.
53.
54.
55.
56. SOLUTION
People had energy deficiencies throughout the day
Position Red Bull as a drink that enhances performance
PROBLEM
INSIGHT
Show how a product can solve a real problem in
a person’s life
TAKE AWAY
Print ads. Experiential marketing: Red Bull girls in
mini coopers driving around college
campuses, evangelizing. Tactile and tactical
execution.
CS4
57.
58.
59. Differences
Both are targeting Millennials
Red Bull inserted itself in people’s lives
Similarities
Take Away Red Bull created moments when Millennials needed
energy. EG: two hours before a final or long lecture
OJ + RED BULL
61. SOLUTION
Avocados are fatty and have a higher price
point than other vegetables/fruits
Reposition it as a local product that delivers
“healthy” fat.
PROBLEM
INSIGHT
Differentiate between fats: good fat, bad fat
Latched on to the healthy fat fad
Join an existing conversation with a point of view
TAKE AWAY How can OJ join an existing conversation?
CS5
62.
63.
64. SOLUTION
Kids have trouble peeling oranges, and oranges
are being replaced by on-the-go snacks.
Offer kids “baby” oranges that are small,
light and nimble
PROBLEM
INSIGHT
TAKE AWAY
Create problem/solution narratives that are
unique to a demographic
CS6
Problem/solution narratives don’t have to be complex
65.
66. Differences
Both products are getting lost in a sea of
competing products
Cuties have a niche demographic that differentiates
them from other produces; OJ doesn’t
Similarities
Take Away Cuties expanded their business vertically,
by only targeting kids`
OJ + CUTIES
70. MILLENNIAL COMMENTS
Lauren, 25 – I drink OJ when I’m sick.
Marteki, 22 – I always drink OJ at iHop.
Joel, 25 – I don’t drink OJ at dinner because OJ isn’t a dinner drink.
Sam, 25 – I love OJ, but it’s expensive, so I don’t drink it as much.
Susie, 24 –Milk > OJ
Lauren, 20 – OJ + waffles. Feels healthy.
Nick, 21 – Used to drink OJ, but coffee replaced it as my morning drink
Katherine, 20 – Associate OJ with the holidays. Mid-morning brunch.
Candice, 21 – Screwdrivers. All summer long.
Sammy drinking OJ | American ideals of the family unit
We think about sitting around the table for a big breakfast – pancake, eggs, bacon, and toast
We think about sitting down on Saturday morning for a big breakfast – pancake, eggs, bacon, and toast
100% natural
Product packaging that clean and modern
Emphasize 60 years
Frankie Munez
David Beckham
Name
Milk helps you sleep
Added dimension to the conversation by addressing a niche demographic: Latinos – X million of them in America
Bacon for breakfast; pulled pork for lunch; pork ribs for dinner
Just like a fashion designer will take a classic piece – like a little black dress or navy blazer – and make it modern and fresh; that’s what we want to do to OJ
This is Kevin. He’s a photographer from Philly – and he likes his cigarettes with OJ. It’s provacative.
Pharrell and his OJ
Anahndi drinks her OJ with vodka
Katya
Digital dialogue –real time, organic, and ephemeral
What people say and what people do aren’t always the same. People say they don’t buy OJ because it’s expensive; we believe that’s an artificial excuse; we don’t believe the price point is a barrier Fiji water - $4; Starbucks coffee - $5; Polo shirt from Ralph Lauren - $85
What people say and what people do aren’t always the same. People say they don’t buy OJ because it’s expensive; we believe that’s an artificial excuse; we don’t believe the price point is a barrier Fiji water - $4; Starbucks coffee - $5; Polo shirt from Ralph Lauren - $85
Different dialects, but it’s the same conversation: Minute Maid – Simply Orange – Tropicana –
Embedded YouTube videos that validate our observations
Don’t have to stop eating something bad; just add a little acavado – so it’s healthier; OJ
Used tactical
What people say and what people do aren’t always the same. People say they don’t buy OJ because it’s expensive; we believe that’s an artificial excuse; we don’t believe the price point is a barrier Fiji water - $4; Starbucks coffee - $5; Polo shirt from Ralph Lauren - $85
